Mini Greens, a plant nursery in Cheshire, UK, blossomed from Emily’s passion and vision of bringing nature closer to urban dwellers. The brand specializes in delicate succulents and vibrant ferns, chosen for their charm and adaptability to city living. In addition to offering a diverse collection of miniature plants, Mini Greens also provides educational workshops to help people learn more about plant care.

The visual identity of Mini Greens needed to embody charm, adaptability, and sustainability hence for the logotype, the Albra font was chosen for its clean, bold, and versatile appearance. The letters ‘m,’ ‘n,’ and ‘r’ of the wordmark have been enhanced with smooth curves to convey a sense of charm and the organic nature of plants. Since the brand only offers a curated selection of mini succulents and ferns, the brand pattern simplifies these plant shapes into geometric forms.

The tagline “Experience Nature’s Charm” reinforces the brand’s message, inspiring urban dwellers to incorporate these mini, adaptable plants into their city lives. For the typography, ALT MariaClara was chosen for its sharp, intricate details that adds charm to the brand, pairing it with Syne Regular, a geometric typeface that was selected for its adaptability. Together, these fonts align with Mini Greens vision of connecting urban dwellers with nature.

The color palette features muted olive green and soft green, emphasizing the brand’s connection to nature. The soft green adds a touch of freshness, while the olive green provides depth. Combined with neutral tones of floral white and black, these greens communicate adaptability and sophistication. In line with the tagline the imagery of the brand uses blurred textures to capture the enchanting quality of plants.